“Choose peace over panic. Leadership over losing it.”
Those were the words that really made an impact on me, at a recent webinar I attended. (from the comfort of my sofa!)
There’s some very real fear out there right now, and people are panicking. It’s tough for many of us. Worrying about lack of cash to pay the bills, staying up at night, wondering ‘will I make it to the other end’…but...
...putting off your business’ growth in favour of waiting to see what happens is downright dangerous.
Things will bounce back. They will. All you have to do is look at China, where things are already going back to normal. And when your customers are ready to start spending like they had been, they’re going to do it with the companies who have stayed present during this time.
So what can you do as a business owner to stay present with your clients?
Be a leader— not just inside your agency, but among your customers and in your communities as well. Step up to the challenges by giving your clients the confidence to push through this time. Because it will come to an end.
You don’t have to have all the answers right now, and that’s ok. In fact, you’re probably seeing parallels between your own agency’s issues and what your clients or suppliers are going through... like trying to keep cash flow coming in while doing your best to avoid layoffs.
But you can work better together with your clients by coaching them on the best ways they can pivot and adapt to this new reality, as you are likely having to do as well.
In fact, there are some pretty creative solutions worth considering so that you’re maintaining your existing client list, AND bringing in new customers, too. (Yes, that is possible to do right now.)
Now is the time to up your game and improve your marketing assets.
Humans are social creatures, which of course makes social distancing that much harder. So while it feels like we’re in a quarantine bubble, people are more connected than ever before, due to the internet. From Facebook to YouTube, from Zoom to WhatsApp, all this technology has made it possible for all of us to work from home and continue to connect.
So why not make some pretty inventive and sustainable additions to our business offerings and services while we do it.
To help you get started, here is our top 5 things you should focus on while working from home:
1. Your website
Your website is your most important marketing asset. It’s the one thing you have full control over, unlike the online portals or even marketing channels like Google and Facebook.
Take a moment to look over your current website. Does it need a fresh coat of paint? Do you need to improve your content? Do you have the right calls to action?
If your website isn’t giving the right impression, or it does not reflect your business well enough, then it may be time for a new one. (and NOW is a great time to grab a bargain too) The look and feel of your website is a simple way of making your business stand out from the crowd. Adding some beautiful images to your website will certainly improve the look of your website.
Content is key! Have a read through of the content that is on your website. Are your pages optimised for the right keywords? Does your blog have the right and relevant information for your readers to consume?
NEED A NEW WEBSITE?
Choose from our marketing-ready, modern, fast-loading websites built for estate & letting agents.
No matter how glossy your website, how beautiful your photos and how persuasive your copy is, if customers can’t find it online, then you’re wasting your time.
There are plenty of ways that you can improve your SEO strategy, these would include adding meta descriptions and tags into your various pages all the way to the way your pages and blog posts are written.
Get your website SEO strategy right and you’ll drive traffic to your site, bringing you more leads and, more importantly, more conversions.
In this video, I cover a few simple tweaks you can do to existing web pages, in a few minutes, which could improve the ranking of your website substantially.
TIP: Subscribe to our YouTube channel to ensure you don’t miss any of our Corona-proof video marketing tips we will be publishing over the next few weeks.
3. Creation of Marketing Funnels
Generating high-quality leads is a multi-step process in which you have to progressively nurture people before they are ready to make a commitment (like booking a valuation or purchasing something) with your business.
You begin a marketing funnel by simply making people aware that your business exists, whether this is by writing a blog post, creating an informative video that can sit on YouTube or using social media to let people know who you are.
Once you have made people aware, you have to start building trust. You might use a piece of content that you have created and offer it to people who might be interested, in exchange for contact details. (and thus entering them into a nurturing email sequence)
You have made people aware of your business, you have gone on to build trust, now you want them to take action and become a full customer of yours. You have to present your services as a complete solution to their problems.
Watch this video to learn how to select topics for new blogs and pages...
4. Launch targeted email nurturing campaigns
As I mentioned briefly, creating a marketing funnel is a really important way of attracting the right type of leads for your business and turning them from complete strangers into clients.
One way that we can help move people along in the journey, is by using email nurturing sequences.
These emails are an excellent way to stay in contact with your leads as you wait for them to be ready to have to use your services. The emails can consist of letting people know about a new blog post or a testimonial that you want to show off or just simply keeping your leads up to date with new legislation, market updates and offers that you may have.
TIP: Here at Art Division, we use Active Campaign to run our nurturing sequences.
If you lack the time to write the emails, you can simply purchase one of our email sequence templates.
Want to convert more landlords?
Get our 52-week email nurturing sequence you can personalise in minutes.
Have you ever been on a website, for example Amazon, where you looked at a product, say a lawn mower, and then a few minutes later, looked at your Facebook wall or another completely different website, and an advert with that same lawn mower came up? Just as if it knew you didn’t complete your order….and was following you around, prompting you to do so.
Well… It did, and this is called remarketing.
Remarketing, also known as retargeting is all about using simple banner ads to remind your prospects to return to your website and take action – such as completing the purchase, booking a valuation or a viewing.
Remarketing is a great way to connect the dots and ensure your prospects do not forget about you. When they see your brand often enough and the time is right, they will engage your businesses and not that of your competitors.
By using Google Display Network, comprising of over 2 million websites, you can promote simple messages, each day, educating your prospects about all the services you offer. (and how you manage to stay on top of all the hurdles during this pandemic)
The cost of this type of marketing is very low and while the results may not be immediate – brands see a massive increase in direct visitors to their website as a result. (leading to more sales)
In the current market, running a Google Display campaign is an absolute must!
If you want to know more, read this blog post on what is Google & Facebook Remarketing and how does it work for the property market.
As Dory said (from Finding Nemo)….Just keep swimming, just keep swimming…and just keep selling!
Need help with your remarketing campaign?
We are currently running a special offer at a discounted price to help businesses in this economic downturn. Reach out and take advantage of this offer today.